Automatic sequential review elicitation

ABSTRACT

Some embodiments may provide a method and a system for receiving, from a first user, a first evaluation indication with respect to a first publication, and in response to receiving the first evaluation indication, automatically initiating a secondary evaluation process comprising automatically selecting a set of publications including at least a second publication; presenting a first user interface affordance to elicit a selection indication indicating a publication from among the set of publications, receiving a selection indication indicating the second publication, and in response to receiving the selection indication, presenting a second user interface affordance to elicit a second evaluation indication with respect to the second publication.

CLAIM OF PRIORITY

This application is a continuation of U.S. application Ser. No.12/207,426, filed Sep. 9, 2008, which is hereby incorporated byreference in its entirety.

TECHNICAL FIELD

The present application relates generally to the technical field ofmethods and systems to perform data processing, and more specifically,receiving user feedback related to publications.

BACKGROUND

In recent years, the Internet has made a wide variety of electronicdocuments, data, product descriptions, and other publications availableto many millions of users. While some internet sites solely includecontent that is authored by site administrators or other persons underthe supervision of site managers, many other Internet sites and otherservices provide facilities by which members of the public at large canauthor content for presentation on a web site. For example,network-based marketplaces and other network-based publication systemsin which users can post publications describing items for sale. Anotherexample is that of a network-based marketplace in which users can authorresponses, comments, or other editorial matter related to products orservices offered by the marketplace.

Since the quality or usefulness of user-authored material can varywidely, many web sites that include user-authored material may include auser interface by which a user can provide feedback to siteadministrators on the quality of user-authored material, such as aqualitative or quantitative rating, or a flag that the material isimproper in some way. In this manner, such user feedback onuser-authored material can provide a degree of community participationin maintaining or evaluating the content of the web site.

BRIEF DESCRIPTION OF THE DRAWINGS

Some embodiments are illustrated by way of example and not limitation inthe figures of the accompanying drawings in which:

FIG. 1 is a diagrammatic illustration of a system including a networkbased publication system, according to an example embodiment.

FIG. 2 is a diagrammatic illustration of a further system for automaticsequential review elicitation system, according to an exampleembodiment.

FIG. 3 is a diagrammatic illustration of data structures in the form ofseveral database tables, according to an example embodiment.

FIG. 4 is a diagrammatic illustration of data structures that may beused within a system for automatic sequential review elicitation such asthat shown in FIG. 2 which separate systems or organizations and/orcontrol publication data and a review data.

FIG. 5 is a flowchart illustrating a process for receiving evaluationindication from a user and automatically initiating a secondaryevaluation process, according to an example embodiment.

FIG. 6 Illustrates a further process for use in automatic sequentialreview elicitation, according to an example embodiment.

FIG. 7 illustrates a further example process for use in automaticsequential review elicitation, according to an example embodiment.

FIGS. 8 through 12 depict a series of user interfaces illustrating anexample automatic sequential review elicitation process, according toexample embodiments.

FIG. 13 is a network diagram depicting a client-server system withinwhich one example embodiment may be deployed.

FIG. 14 is a block diagram illustrating multiple applications that, inone example embodiment, are provided as part of the networked system ofFIG. 14.

FIG. 15 is a high-level entity-relationship diagram, illustratingvarious tables that may be maintained within the databases of FIG. 14and that are utilized by and support some applications illustrated inFIG. 14.

FIG. 16 provides further details regarding pertinent tables that areshown in FIG. 15.

FIG. 17 shows a diagrammatic representation of machine in the exampleform of a computer system within which a set of instructions, forcausing the machine to perform any one or more of the methodologies,processes, or operations discussed herein, may be executed.

DETAILED DESCRIPTION

Example methods and systems to facilitate automatic sequential reviewelicitation are described. In the following description, for purposes ofexplanation, numerous specific details are set forth in order to providea thorough understanding of example embodiments. It will be evident,however, to one skilled in the art that the present invention may bepracticed in other embodiments without these specific details.

Introduction

When an internet user accesses a web site, the user may encountervarious publications such as content authored by site administrators orcontent authored by other users. Such content may include publicationssuch as articles, descriptions of products for sale, editorial materialprovided by other users, images, videos, audio or other forms ofelectronic publication.

When the user encounters such publications, the site may provide a userinterface affordance or other mechanism by which a user may review,rate, rank or otherwise comment upon the publication. For example, websites featuring publications in the form of text authored by users maypresent a user interface such as a pair of buttons by which a user mayevaluate qualitatively or quantitatively whether a text is useful,interesting, or meets certain criteria of quality. By collating orotherwise aggregating input received by one or more users with regard toa particular publication, the web site administrators will be apprisedof the quality of a publication.

Once an evaluation indication such as a signal indicating the actuationof a button, checkbox, or other graphical user interface affordance by auser has been received by the site with respect to one publication, theweb site may in response automatically initiate a secondary evaluationprocess. This secondary evaluation process being carried out by the website may include several operations.

A secondary evaluation process may include having the web siteautomatically select one or more publications. A user interface may thenbe presented such as by directing the user web browser to another pagedisplaying a set of publications upon receiving the evaluationindication from the first original publication. This user interface mayinclude user interface affordances to permit the user to select one ormore publications from the set of publications selected by the site.Once the web site receives a selection indication from the user such asby the user clicking on an icon or button representing one or more ofthe set of presented publications, the system may, such as byredirecting a user to yet another web page, present a further userinterface affordance to elicit a second evaluation indication withrespect to the publication or publications selected by the user.

For example, suppose that a user is visiting a web site that includespublications in the form of web pages describing items for sale. It willbe appreciated that in some embodiments web sites may includepublications authored by users such as reviews of items or products,editorial, or opinion related text or images or other forms ofelectronic content.

Suppose for purposes of example that a web site presents a publicationin the form of a web page describing a product for sale. This web pagemay include various user interface affordances such as buttons,checkboxes, text entry fields or other user interface affordances bywhich a user may submit an evaluation indication such as a review, anopinion, a reading, or other indication. In this example, a user mayclick on a button presented in conjunction with or as part of theproduct web page. This review indication may be collected and stored bythe web site and the web site may then automatically select threeadditional product listings, for purposes of example may be called A, Band C.

Simultaneously with this processing, the web site may serve a new webpage or other electronic content inviting the user to select one of thepublications A, B or C such as may be represented by a title, name,icon, image or other representation of the review or evaluation. Inresponse to the presentation of this second web page, a user may selectfor example publication B such as by clicking on the icon or hyperlinkcorresponding to publication B. The web site having received thisselection indication, the user's web browser may be redirected to athird web page including publication B and a further user interface bywhich the user may provide evaluation information with respect topublication B. In some embodiments, this process may repeat to as manycycles of publication selection and publication evaluation indication,elicitation and evaluation submission as the user is willing to carryout.

In some embodiments, a system that stores, maintains, and presentspublications may be termed a network based publication system. In someembodiments, a reviewing system which may present user interfaceaffordances for collecting publications for review and receivingevaluation indications may be termed a reviewing system. In someembodiments, a reviewing system may be integrated within the networkbased publication system while in some other embodiments, the reviewingsystem may be a separate system from the network based publicationsystem.

Certain applications or processes are described herein as including anumber of modules or mechanisms. A module or a mechanism may be a unitof distinct functionality that can provide information to, and receiveinformation from, other modules. Accordingly, the described modules maybe regarded as being communicatively coupled. Modules may also initiatecommunication with input or output devices, and can operate on aresource (e.g., a collection of information). The modules may includehardware circuitry, optical components, single or multi-processorcircuits, memory circuits, software program modules and objects,firmware, and combinations thereof, as appropriate for particularimplementations of various embodiments. The term “module” includes anidentifiable portion of code, data, or computational object to achieve aparticular function, operation, processing, or procedure.

Automatic sequential review elicitation may have several exampletechnical benefits. For example, by carrying out sequential reviewelicitation, more review information may be gathered in a shorter periodof time as compared to single sua sponte reviews submitted by users,permitting a more efficient use of a network-based publication system'sdata storage facilities by more quickly discovering and removingobjectionable publications. Another example technical benefit ofautomatic sequential review elicitation may include decreased emailtraffic between users and network-based publication systemadministrators due to more automation of publication flagging andreviewing, thereby increasing network efficiency in communicationbetween a publication system and its administrators.

Example Systems for Automatic Sequential Review Elicitation

FIG. 1 is a diagrammatic illustration of a system 100 including anetwork based publication system, according to an example embodiment.The system 100 may include a network based publication system 104connected through a network 112 such as the Internet to a client system102 which in some embodiments may be running a web browser or other userpresentation software. The network based publication system may includea publication system database 154, an evaluation processing module 152,a publication selection module 156 as well as an input module 106 and apresentation module 108. The input module 106 and presentation module108 may, in some embodiments, be included in an API server 1314 or a webserver 1316 as described in further detail below with regard to FIG. 13.In some embodiments, the client system 102 may correspond to the clientmachine 1310 or 1312 of FIG. 13. It may include a web client such as aweb browser corresponding to client 1306 of FIG. 13.

In some embodiments, the input module 106 may be used to receiverequests from the client system 102 for publications as well as for thereceiving evaluation indications or selection indications from theclient. The presentation module 108 may be used in some embodiments fortransmitting publications as well as for transmitting web pages or otherelectronic content including user interface affordances for selectionindication and/or evaluation indication prompting.

The evaluation processing module 152 in some embodiments may be used forprocessing evaluation indications such as by combining or aggregatingevaluation indications from a user of a client system 102 withevaluation indications provided by other users and associatingindividual aggregate or composite evaluation measurements or data withpublications such as by storing such data in a publication systemdatabase 154. In some embodiments, a publication selection module 156may be used to automatically select publications to be offered forevaluation review by the client system 102.

FIG. 2 is a diagrammatic illustration of a further system for automaticsequential review elicitation system 200, according to an exampleembodiment. As noted above, in some embodiments, a network basedpublication system may reside on a separate system server from areviewing system. For example in some embodiments, the firstorganization may manage a network based publication system such as anonline merchant while a reviewing system may be managed by a reviewingorganization and serve as a third party reviewing system for the onlinemerchant.

The system 200 is illustrated as including a communication network 212such as the Internet by which a client system 202 may communicate with anetwork based publication system 270 and a reviewing system 204. Networkbased publication system may include a publication system database 276which may be used to store publications maintained by and retrievablefrom the network based publication system 270. Communication module 272may provide communication services such as a web server or other networkinterface. Network based publication system 270 may also include apublication selection module by which publications may be retrieved fromthe publication system data base 276 transmitted to the communicationmodule 272 for transmission to the client system 202. The publicationselection module 274 may also be used to receive publication selectioninformation via the communication module during the process ofretrieving a requested publication from the publication system database276.

The system 200 may also include a reviewing system 204 which may includea review system database 254, an evaluation processing module 252,publications selection 256, input module 206 and a presentation module208. The publication selection module 256, evaluation processing module252, input module 206 and presentation module 208 in some embodimentscorrespond to similarly named modules as illustrated in FIG. 1. However,the review system database 254 did not contain the same data as thepublication system database 276. The review system database 254 mayinstead contain evaluation or review data or publications within thepublication system database 276 may, in some embodiments, merely includereferences such as web page, uniform resource locators URLs orpublications maintained by the network based publication system 270.

To further disclose how automatic sequential review elicitation system200 may be used, suppose for purposes of example that the network basedpublication system 270 stores descriptions of products A, B, C and D aspublications in the publication system database 276. Supposed a userclient system 202 requests publication A from the network basedpublication system 270. In response, the network based publicationsystem 270 made may via a communication module 272 transmit a web pageincluding publication A and descriptors for several checkbox affordancesby which a rating evaluation may be provided for publication A.

Associated with each checkbox affordance may be a hyperlink such as maycomprise a post instruction indicating a web address of reviewing system204. Thus, when the client system 202 renders the web page including therating affordances and the publication A, a user of client system 202may click on one of the rating affordances. In response message may betransmitted from client system 202 to input module 206 within thereviewing system 204 which may include an indication of the user'sselected rating of publication A. Thereupon, reviewing system 204 suchas via the evaluation processing module 252 may store this review datain the review system database 254 associating the user's selected ratingwith a reference indicating publication A.

Furthermore, the publication selection module 256 may select additionalpublications B, C and D referenced in the review system database 254 andby the presentation module 208 serve a web page to the client system 202mentioning these publications and eliciting a selection. In response,the user at client system 202 may click on an affordance to, forexample, select publication C thereby transmitting a selectionindication to reviewing system 204. In response, a reviewing system 204may, for example via the presentation module 208, create a web pageincluding a reference to the publication C by which the publication Cmay be retrieved from the network based publication system 208 as wellas one or more user interface affordances to elicit evaluationindication with respect to publication C. It will be appreciated that byusing an automatic sequential review elicitation system such as thatillustrated in FIG. 2, the network based publication system 270 need notinclude mechanisms for evaluation processing or publication selection.

Example Detail Data Structures for Automatic Sequential ReviewElicitation

FIG. 3 is a diagrammatic illustration of data structures in the form ofseveral database tables, according to an example embodiment. FIG. 3includes an illustration of a users table 302. The users table 302 mayinclude a user ID column 304, a username 306, a user address 308,reviewer data 310 and other information which may be used to storerepresentations of users of the system. In some embodiments, the usertable 1512 described below with respect to FIG. 15 include data such asthat shown in users table 302. It will be appreciated that the userslisted in the users table need not be limited to individual persons whomay in some embodiments represent corporate entities. On the reviewerdata in some embodiments information such as credibility indicationswhich may in some embodiments be used for waiting or modifying the useof evaluation indication data as aggregated or compared with evaluationindications provided by other users.

FIG. 3 also illustrates an example review rating table 340. In someembodiments, a review rating table 340 or similar data structure may beused to provide a ternary relationship among viewer's publications suchas product or service listings and review data such as evaluationindication data. A review rating table may include an item ID column342, a user ID column 344, a rating column 346, and an additional datacolumn 348. The rating column may for example be used to store aqualitative or quantitative evaluation indication as provided by a userindicated by a user ID with respect to a publication such as may beindicated by an item ID. The additional data column may include furtherdata such as free form text or other supplemental information that maybe associated with or provided in conjunction with an evaluationindication.

FIG. 3 also includes an illustration of an item listings table 320 whichmay be used to store information about product listings, administratorprovided content, user provided content, or other publication items. Theitem listings table 320 may include an item ID column 322, a titlecolumn 324, and a user ID column 326. The user ID column 326 may be usedto indicate the user who authored the listing or other publication. Adescription column 328 may provide a text description as part of thelisting or publication. An image column 330 may provide image data forinclusion into an item listing. It will be appreciated that the item IDcolumn 342 and the user ID column 344 of the review rating table 340 mayreference the item ID's column 322 with the item listings table 320 andtem the user ID column 304 in the users table 302, respectively.

It will be appreciated that in some embodiments (such as illustrated inFIG. 1) the system may store the data structures as represented by thediagrammatic tables of FIG. 3 in a publication system database 154. Insome other embodiments, such as that illustrated in FIG. 2, the datastructures in the tables of FIG. 3 may be stored in the review systemdatabase 254. In those embodiments, review system database 254 may notinclude such information as a publication title, publication user ID,publication image or other data. In those embodiments, the listingstable may include a reference such as a URL, the publication maintainedby the network based publication system 270 and such information as thetitle, user ID, description, image and the like being stored internallywithin the network based publication system 270, such as in publicationsystem database 276.

FIG. 4 illustrates data structures that may be used within a system forautomatic sequential review elicitation such as that shown in FIG. 2 inwhich separate systems or organizations and/or control publication dataand a review data. The databases may be linked in some manner asillustrated by the dashed line in FIG. 2.

A reviewing system such as review system 204, in which a reviewingsystem is separate from a network based publication system may in someembodiments include a review system database 254 that includes datastructures such as those illustrate in FIG. 4. A reviewing system 204may for example include a review rating table 440 that includes an itemID column 442, a user ID column 444, a rating column 446, and anadditional data column 448. This review rating table 440 may serve asimilar or as that of the review rating table 340 of FIG. 3. Inaddition, a reviewing system 204 may include users table 450, which mayinclude such data columns as a user ID column 452 and a reviewer datacolumn 454. It will be appreciated in some embodiments, a users table450 need not store a full set of data relating to users, such as a name,address, phone number or other such data. Such data is maintained by anetwork based publications system 270.

In some embodiments, a reviewing system 204 may not include a completedata structure exactly mirroring a publications system database 276,maintained by the network based publication 270, for which the reviewingsystem is serving to collect and/or aggregate review or evaluation data.In some embodiments, a review system database 254 may include a datastructure 460. Data structure 460 may in some embodiments be arranged ina tree shaped configuration, providing a similar taxonomy ofpublications. For example the data structure 460 may include a node 408and a node 410 which may represent subcategories of publications of acategory node 406. The category node 406 and the category node 404 mayin turn the subcategory nodes of a category node 402. The data structure460 category note such as category node 410 may reference one or moreitem ID or publication ID and item reference or publication referencetuples such as tuples 420, 422 and 424.

In some embodiments, data structure 460 may be built automatically bythe reviewing system in response to the publications selected for reviewby various users such as the user of client system 202. In someembodiments, a data structure such as the structure 460 may be used suchas by the publication selection module 256 to identify such as by upwardtree traversal publications categorically similar to publicationsreviewed by a user. In some embodiments, a data structure such as 460storing data in a review system database 254, about publications in apublication system database 276 may be constructed on the fly by thereviewing system 204. In some other embodiments, the network basedpublication system 270, may provide an application programming interfaceAPI by which a reviewing system 204 may construct a database or otherrepresentation of the publication system database 276 for use inprocessing evaluation indications and selecting additional publicationsfor which review indications are to be elicited.

Example Processes for Automatic Sequential Review Elicitation

FIG. 5 illustrates a flowchart of a process 500 for receiving evaluationindication from a user and automatically initiating a secondaryevaluation process, according to an example embodiment. The process 500as illustrated in FIG. 5 may begin at block 502 in which a firstevaluation indication with respect to a first publication may bereceived from a user. Processing at block 502, in some embodiments maybe carried out by the input module 106 or 206. In some embodiments thefirst evaluation indication is received as a result of the first userinteracting with the user interface.

It will be appreciated that in some embodiments, the first evaluationindication may take various forms, for example a category indication inwhich a user indicates a categorization of the first publicationaccording to some criteria, a quality indication such as a rating orranking of the quality of the first publication, the characteristicindication such as an indication of some characteristic of the firstpublication, a review indication expressing a review or editorialopinion or finding as regard to the first publication, free formed textindication in which a user provides a narrative review or evaluation forthe first publication in combinations and variations of these evaluationindication types. In some embodiments, the first evaluation indicationwith respect to a first publication may be received from a user directlyor over a network and maybe carried out in response to a user actuatingan affordance upon a web page displayed or presented at the user'scomputer, the actuation triggering a hyper text transfer protocol (HTTP)POST or GET command.

Processing may continue at block 504 which for example a reviewingsystem 204 or network based publication system 104 may automaticallyinitiate a secondary evaluation process. The secondary evaluationprocess may be in response to receiving the first evaluation indicationand may comprise a number of additional operations.

The secondary evaluation process may continue at block 506 in which aset of publications including a second publication may be automaticallyselected. In some embodiments, this automatic selection may be carriedout by a publication selection module 156 or publication selectionmodule 256. In some embodiments the set of publications may include atleast one additional publication in addition to the second publicationwhile in some other embodiments, the set of publications may includeonly the second publication. The set of publication may be automaticallyselected based on various criteria such as the content, nature orcategory of the first publication, a publication viewing history by theuser, information on a particular expertise of a user such as a user'sexpertise in evaluating a particular category or categories ofpublications or products or items described by those publications,combinations thereof. User expertise information may in some embodimentsbe stored in a user's table such as in the viewer data column or columns454 or reviewer data columns or columns 310.

At block 508, the user interface affordance may be presented to a userto elicit a selection indication indicating a publication from among theset of publications selected at block 506. In some embodiments theprocessing of block 508 may be carried out by the presentation module108 or 208. For example a web page including abbreviated or iconicrepresentations of the set of publications may be transmitted to theclient system 102. Buttons or other user interface affordances may beprovided to permit the user to select at one or more of the set ofpublications.

At block 510, a selection indication indicating a second publication maybe received such as by the input module 106 or the input module 206 insome embodiments. In some embodiments multiple selection indications maybe received in addition to the selection indication mentioned in block510.

At block 512, in response to receiving the selection indicationindicating a second publication, a user interface affordance to elicit asecond evaluation indication with respect to the second publication maybe presented. In some embodiments, this presentation of the userinterface affordance may be carried out by a presentation module 108 orthe presentation module 208. The user interface affordance may includeone or more check boxes, radio buttons, clickable buttons, icons, textfields or other user interface elements. It will be appreciated thatboth the first evaluation indication with respect to the firstpublication and the second evaluation indication to the secondpublication elicited at block 510 may be stored such as by evaluationprocessing module 252 or 152 into the review system database 254 or 154respectively such as into a review rating table 340 or other datastructure.

In some embodiments, the second user interface affordance may bepresented separately from the second publication such as in a separatewindow from the presentation of the second publication or via an emailinstant message solicitation or other mechanism. In some otherembodiments, the second user interface affordance may be presented inconjunction with the second publication such as included in an HTML pagerendering of the second publication.

FIG. 6 illustrates a further process 600 for use in automatic sequentialreview elicitation, according to an example embodiment. The process 600may at block 602 in which a first evaluation indication for a first userwith respect to a first publication may be received such as by the inputmodule 106. A first evaluation indication may be received subsequent toa user requesting a web page or other representation of a publicationthat includes a user interface affordance by which a first evaluationindication may be elicited.

At block 604, the first user may be credited with a reward forsubmitting the first evaluation. The size and quality of this credit maybe dependent in some embodiments upon the reputation of the user, theabundance or shortage of evaluations by various users with respect tothe first publication, the trustworthiness or reputation of the firstuser or other criteria. In some embodiments, this crediting may becarried out by the evaluation processing module 152 or evaluationprocessing module 252.

At block 605, the first evaluation indication may be combined withadditional evaluation indications relating to the first publication toproduce a composite evaluation measurement and associate the compositeevaluation measurement with the first publication. For example, someembodiments in a system administrator may be interested to know acombined or aggregated evaluation measurement based on evaluationindications submitted by several users such as to identify publicationsinfrequently or vigorously reviewed by many users. This combiningprocess may be carried out by the evaluation processing module as maythe association of the composite evaluation measurement with the firstpublication. In some embodiments, the composite evaluation measurementmay be stored in an item listing table 320 or in some other datastructure maintained by the reviewing system 204 or a network basedpublication system 104.

At block 606, a set of publication including a second publication may beautomatically selected. This selection may be carried out by thepublication selection module 156 or 256. As noted above, the set ofpublications may include only the second publication or multiplepublications. In embodiments in which a set of multiple publications areautomatically selected it will be appreciated that the identification ofwhich publication is the second publication may be based on theselection indication provided by the first user.

At block 610, an evaluation may be made as to whether the user isdesirous to evaluate the second publication. In some embodiments, theoutcome of the decision box 610 may be based on whether a user selectsone of the set of publications to review. A processing at decision box610 may in some embodiments be carried out by the evaluation processingmodule 152 or evaluation processing module 252.

At block 612, a user interface affordance to elicit the secondevaluation indication with respect to the second publication may beprovided. Presentation of block 612 may be in some embodiments carriedout the presentation module 108 or presentation module 208.

At block 614, a second evaluation indication may be received from thefirst user such as by the input module 106 or the input module 206. Atthe conclusion of the processing of block 614, the process 600 may endor may continue at block 604 (not shown) in which additionalpublications may be selected and evaluated by a user. In someembodiments, as a result of receiving the second evaluation indicationat block 614, an additional reward may be credited to the first user andthe second evaluation indication may be combined with additionalevaluation indications relating to the second publication to producecomposite evaluation measurement or other aggregated or composited datawith respect to the second publication.

FIG. 7 illustrates a further alternative example process 700 for use inautomatic sequential review elicitation, according to an exampleembodiment. Process 700 illustrates an alternative process in which theuser may evaluate a publication with reference to or by comparison withanother publication. Process 700 may begin with processing at block 702in which the first evaluation indication for a first user with respectto a first publication is received such as by an input module 106. Atblock 704 in response to receiving the first evaluation indication, theuser may be credited with a reward which is by an evaluation processingmodule 152.

Next, at block 705, the first evaluation indication may be combined withadditional evaluation indications from other users to produce acomposite evaluation measurement and associate that composite evaluationmeasurement with the first publication. At block 706, a set ofpublications may be selected automatically. In some embodiments, asecond publication and third publication may be selected such as by thepublication selection module 156 and the user may be asked whether theuser wishes to provide an evaluation of the second publication in whichcase the user may be asked to evaluate the second publication bycontrast comparison with third publication. In some other embodiments, aset of publications may be selected and the user may be prompted toselect one of the publications for evaluation with the publication whichis to be compared automatically selected by the publication selectionmodule. In some other embodiments, the set of publications may beselected automatically and a user may be prompted to select twopublications from the set and evaluate one publication by contrast orrelative to the other.

In various embodiments, a determination may be made at decision box 710as to whether the user is desirous to evaluate the second publication.For example, by comparison or contrast with the third publication, ifnot, the process 700 may terminate. If the user is desirous to evaluatethe second publication then processing may continue at block 712 inwhich the user interface affordance is presented to elicit the secondevaluation indication comparing the second and third publications. Thispresentation may in some embodiments be made by the presentation module108 or the presentation module 208.

Finally, at block 714, the evaluation indication may be received fromthe first user such as by the input module 106 or input module 206. Atthis point, the process 700 may terminate or the user may be providedthe opportunity to further evaluations (not shown) with respect tofurther publications considered by themselves or by comparison withother publications. The evaluation indication received at block 714 maysubsequently be combined with other evaluation indications with respectto the second publication such as by comparison of the thirdpublication. The first user may be credited with an additional reward inresponse to the reception of the second evaluation indication receivedin block 714.

Example User Interfaces for Automatic Sequential Review Elicitation

FIG. 8 through 12 depict a series of user interfaces illustrating anexample automatic sequential review elicitation process, according toexample embodiments. FIG. 8 illustrates an example of a publication suchas a product listing that may be retrieved from a network-basedpublication system 104 by a client system 102 and displayed by a webbrowser or other content display application.

FIG. 8 illustrates a product listing window 802 is shown containing apublication. This publication such as an auction format product listingmay include purchase information 812, including a buy button 824, a bidbutton 826. The publication may also include image area 810 containingan image of the listed product 808. The publication may also include adescription 816 of the listed product. Presented in conjunction with thelisting in the product listing window 802 may be an evaluate listingbutton 828 which, when actuated, may transmit a message to the networkbased publication system 104 or in some embodiments a reviewing system204 indicating that the user wishes to evaluate, review, or otherwisecomment upon the publication illustrated in the product listing window802.

FIG. 9 illustrates an evaluation submission window 902 which may in someembodiments be transmitted by a network-based publication system 104, bya presentation module 108, or a by a network-based reviewing system 204by a presentation module 208. The evaluation submission window 902 maydisplay a summary 912 of the publication as well as the image area 910showing an image 908 of the listed product.

The evaluation submission window 902 may also include one or moreaffordances by which the first evaluation indication may be indicated bythe user. For example, the evaluation submission window 902 is shown asincluding four buttons which may in some embodiments be accompanied byor include iconic representations. These evaluation indicator buttonsmay include a “naughty photo” button 928, a counterfeit button 930, ascam button 932 and a miscategorized button 934 by which in someembodiments, a user may characterize the publication and/or product orservice described by the publication. In addition, evaluation submissionwindow 902 may include a cancel button 936 which may be actuated by theuser if the user decides not to submit an evaluation indication.

In response to actuating one of the evaluation indicator buttons inevaluation submission window 902, submission confirmation window 1002 asillustrated in FIG. 10 may be presented to the user such as by thepresentation module 108 or presentation module 208. The submissionconfirmation window 1002 may include a list of publications 1029 such asmay for example be selected by a publication selection module 156 orpublication selection module 256 plus corresponding buttons 1028, 1030,1032 and 1034 by which a user may select the second publication forevaluation. It will be appreciated that the submission confirmationwindow 1002 also may include a legend indicating a crediting of a userwith a reward such as reward points or in some embodiments, commercialor proprietary currency. Also illustrated in the submission confirmationwindow 1002 is a “No thanks” button 1040 by which a user may indicatethey do not wish to evaluate any of the selected publications summarizedby the publication titles 1029.

FIG. 11 illustrates a product listing review window review may bepresented in response to a user clicking the review button 1034 of FIG.10. In some embodiments, one or more publications in a set ofpublications automatically selected such as by a publication selectionmodule 156 or publication module 256 may be selected having thempreviously evaluated by another user. The product listing review window1102 may include a product listing purchase summary 1112 including a buybutton 1124, a bid button 1126 and a product image area 1110 as well asa description 1116.

In the lower section of the product listing review window review, alluser interface affordances may be presented to elicit a reviewindication of a publication. These review affordances may include anaughty photo button 1128, a counterfeit button 1130, a scam button1132, and a miscategorized button 1134. In some embodiments, additionalbuttons may be presented to elicit other quantitative or qualitativeevaluations or reviews of a publication or product or service listing.

In addition, if the user disagrees with the previous user's evaluation anothing wrong button 1136 may be actuated. In some embodiments, anotheruser may have actually provided evaluation indication for thepublication while in some other embodiments, a text indicating that auser rating the publication may be presented early to prompt the user tomore closely scrutinize and evaluate the publication.

FIG. 12 illustrates an alternate product listing review window 1202 thatmay be presented to the user in response to a user clicking on thereview button 1034 of FIG. 10. Similar to the product listing reviewwindow 1102 illustrated in FIG. 11, product listing review window 1202may include a buying summary 1212, including a buy button 1224, a bidbutton 1226, a product image area 1210, and a description 1216.

The product listing window 1202 may include a number of user interfaceelements and affordances for reviewing the listing. For example, aproduct listing review window 1102 may show a message indicating thatanother user flagged the publication as containing a counterfeitproduct. In providing an evaluation indication, user may have theopportunity to enter free form text in a text area 1230 and oncecomplete may click a submit button 1238. Alternatively, the user mayclick the “Not counterfeit” button 1236 to indicate a disagreement withthe purported other user's evaluation of the publication as counterfeitas in FIG. 12. In some embodiments, the legend describing the otheruser's evaluation may be accurate or intentionally inaccurate toencourage a more thorough scrutinizing and reviewing of the publicationor to test the user's evaluation accuracy.

Example Platform Architecture

FIG. 13 is a network diagram depicting a client-server system 1300,within which one example embodiment may be deployed. A networked system1302, in the example forms of a network-based marketplace or publicationsystem, provides server-side functionality, via a network 1304 (e.g.,the Internet or Wide Area Network (WAN)) to one or more clients. FIG. 13illustrates, for example, a web client 1306 (e.g., a browser, such asthe Internet Explorer browser developed by Microsoft Corporation ofRedmond, Wash. State), and a programmatic client 1308 executing onrespective client machines 1310 and 1312.

An Application Program Interface (API) server 1314 and a web server 1316are coupled to, and provide programmatic and web interfaces respectivelyto, one or more application servers 1318. The application servers 1318host one or more marketplace applications 1320 and payment applications1322. The application servers 1318 are, in turn, shown to be coupled toone or more databases servers 1324 that facilitate access to one or moredatabases 1326. In some embodiments, the databases in shown as database164 in FIG. 1, database 254 of FIG. 2, and/or the data structure of FIG.3 and/or FIG. 4 may be stored in databases 1326.

The marketplace applications 1320 may provide a number of marketplacefunctions and services to users that access the networked system 1302.The payment applications 1322 may likewise provide a number of paymentservices and functions to users. The payment applications 1322 may allowusers to accumulate value (e.g., in a commercial currency, such as theU.S. dollar, or a proprietary currency, such as “points”) in accounts,and then later to redeem the accumulated value for products (e.g., goodsor services) that are made available via the marketplace applications1320. While the marketplace and payment applications 1320 and 1322 areshown in FIG. 13 to both form part of the networked system 1302, it willbe appreciated that, in alternative embodiments, the paymentapplications 1322 may form part of a payment service that is separateand distinct from the networked system 1302.

Further, while the system 1300 shown in FIG. 13 employs a client-serverarchitecture, the present invention is of course not limited to such anarchitecture, and could equally well find application in embodiments ofa distributed, or peer-to-peer, architecture system, for example. Thevarious marketplace and payment applications 1320 and 1322 could also beimplemented as standalone software programs, which do not necessarilyhave networking capabilities.

The web client 1306 accesses the various marketplace and paymentapplications 1320 and 1322 via the web interface supported by the webserver 1316. Similarly, the programmatic client 1308 accesses thevarious services and functions provided by the marketplace and paymentapplications 1320 and 1322 via the programmatic interface provided bythe API server 1314. The programmatic client 1308 may, for example, be aseller application (e.g., the TurboLister application developed by eBayInc., of San Jose, Calif.) to enable sellers to author and managelistings on the networked system 1302 in an off-line manner, and toperform batch-mode communications between the programmatic client 1308and the networked system 1302.

FIG. 13 also illustrates a third party application 1328, executing on athird party server machine 1330, as having programmatic access to thenetworked system 1302 via the programmatic interface provided by the APIserver 1314. For example, the third party application 1328 may,utilizing information retrieved from the networked system 1302, supportone or more features or functions on a web site hosted by the thirdparty. The third party web site may, for example, provide one or morepromotional, marketplace or payment functions that are supported by therelevant applications of the networked system 1302.

Marketplace Applications

FIG. 14 is a block diagram illustrating multiple applications 1320 and1322 that, in one example embodiment, are provided as part of thenetworked system 1302. The applications 1320 may be hosted on dedicatedor shared server machines (not shown) that are communicatively coupledto enable communications between server machines. The applicationsthemselves are communicatively coupled (e.g., via appropriateinterfaces) to each other and to various data sources, so as to allowinformation to be passed between the applications or so as to allow theapplications to share and access common data. The applications mayfurthermore access server one or more databases 1326 via the databaseservers 1324.

The networked system 1302 may provide a number of publishing, listingand price-setting mechanisms whereby a seller may list (or publishinformation concerning) goods or services for sale, a buyer can expressinterest in or indicate a desire to purchase such goods or services, anda price can be set for a transaction pertaining to the goods orservices. To this end, the marketplace applications 1320 are shown toinclude at least one publication application 1400 and one or moreauction applications 1402 which support auction-format listing and pricesetting mechanisms (e.g., English, Dutch, Vickrey, Chinese, Double,Reverse auctions etc.). The various auction applications 1402 may alsoprovide a number of features in support of such auction-format listings,such as a reserve price feature whereby a seller may specify a reserveprice in connection with a listing and a proxy-bidding feature whereby abidder may invoke automated proxy bidding.

A number of fixed price applications 1404 support fixed price listingformats (e.g., the traditional classified advertisement-type listing ora catalogue listing) and buyout-type listings. Specifically, buyout-typelistings (e.g., including the Buy-It-Now (BIN) technology developed byeBay Inc., of San Jose, Calif.) may be offered in conjunction withauction-format listings, and allow a buyer to purchase goods orservices, which are also being offered for sale via an auction, for afixed price that is typically higher than the starting price of theauction.

Store applications 1406 allow a seller to group listings within a“virtual” store, which may be branded and otherwise personalized by andfor the seller. Such a virtual store may also offer promotions,incentives and features that are specific and personalized to a relevantseller.

Reputation applications 1408 allow users that transact, utilizing thenetworked system 1302, to establish, build and maintain reputations,which may be made available and published to potential trading partners.Consider that where, for example, the networked system 1302 supportsperson-to-person trading, users may otherwise have no history or otherreference information whereby the trustworthiness and credibility ofpotential trading partners may be assessed. The reputation applications1408 allow a user, for example through feedback provided by othertransaction partners, to establish a reputation within the networkedsystem 1302 over time. Other potential trading partners may thenreference such a reputation for the purposes of assessing credibilityand trustworthiness.

Personalization applications 1410 allow users of the networked system1302 to personalize various aspects of their interactions with thenetworked system 1302. For example a user may, utilizing an appropriatepersonalization application 1410, create a personalized reference pageat which information regarding transactions to which the user is (or hasbeen) a party may be viewed. Further, a personalization application 1410may enable a user to personalize listings and other aspects of theirinteractions with the networked system 1302 and other parties.

Embodiments of the networked system 1302 may support a number ofmarketplaces that are customized, for example, for specific geographicregions. A version of the networked system 1302 may be customized forthe United Kingdom, whereas another version of the networked system 1302may be customized for the United States. Each of these versions mayoperate as an independent marketplace, or may be customized (orinternationalized) presentations of a common underlying marketplace. Thenetworked system 1302 may accordingly include a number ofinternationalization applications 1412 that customize information(and/or the presentation of information) by the networked system 1302according to predetermined criteria (e.g., geographic, demographic ormarketplace criteria). For example, the internationalizationapplications 1412 may be used to support the customization ofinformation for a number of regional web sites that are operated by thenetworked system 1302 and that are accessible via respective web servers1316.

Navigation of the networked system 1302 may be facilitated by one ormore navigation applications 1414. For example, a search application (asan example of a navigation application) may enable key word searches oflistings published via the networked system 1302. A browse applicationmay allow users to browse various category, catalogue, or inventory datastructures according to which listings may be classified within thenetworked system 1302. Various other navigation applications may beprovided to supplement the search and browsing applications.

In order to make listings, available via the networked system 1302, asvisually informing and attractive as possible, the marketplaceapplications 1320 may include one or more imaging applications 1416utilizing which users may upload images for inclusion within listings.An imaging application 1416 also operates to incorporate images withinviewed listings. The imaging applications 1416 may also support one ormore promotional features, such as image galleries that are presented topotential buyers. For example, sellers may pay an additional fee to havean image included within a gallery of images for promoted items.

Listing creation applications 1418 allow sellers to easily authorlistings pertaining to goods or services that they wish to transact viathe networked system 1302. Listing management applications 1420 allowsellers to manage such product listings. Specifically, where aparticular seller has authored and/or published a large number oflistings, the management of such listings may present a challenge. Thelisting management applications 1420 provide a number of features (e.g.,auto-relisting, inventory level monitors, etc.) to assist the seller inmanaging such listings. One or more post-listing management applications1422 may also assist sellers with a number of activities that typicallyoccur after creating a listing. For example, upon completion of anauction facilitated by one or more auction applications 1402, a sellermay wish to leave feedback regarding a particular buyer. To this end, apost-listing management application 1422 may provide an interface to oneor more reputation applications 1408, so as to allow the sellerconveniently to provide feedback regarding multiple buyers to thereputation applications 1408.

Dispute resolution applications 1424 provide mechanisms whereby disputesarising between transacting parties may be resolved. For example, thedispute resolution applications 1424 may provide guided procedureswhereby the parties are guided through a number of operations in anattempt to settle a dispute. In the event that the dispute cannot besettled via the guided procedures, the dispute may be escalated to athird party mediator or arbitrator.

A number of fraud prevention applications 1426 implement fraud detectionand prevention mechanisms to reduce the occurrence of fraud within thenetworked system 1302.

Messaging applications 1428 (such as, for example, communication module104) are responsible for the generation and delivery of messages tousers of the networked system 1302, such messages for example advisingusers regarding the status of listings at the networked system 1302(e.g., providing “outbid” notices to bidders during an auction processor to provide promotional and merchandising information to users).Respective messaging applications 1428 may utilize any one have a numberof message delivery networks and platforms to deliver messages to users.For example, messaging applications 1428 may deliver electronic mail(email), instant message (IM), Short Message Service (SMS), text,facsimile, or voice (e.g., Voice over IP (VoIP)) messages via the wired(e.g., the Internet), Plain Old Telephone Service (POTS), or wireless(e.g., mobile, cellular, WiFi, WiMAX) networks.

Merchandising applications 1430 support various merchandising functionsthat are made available to sellers to enable sellers to increase salesvia the networked system 1302. The merchandising applications 1430 alsooperate the various merchandising features that may be invoked bysellers, and may monitor and track the success of merchandisingstrategies employed by sellers.

The networked system 1302 itself, or one or more parties that transactvia the networked system 1302, may operate loyalty programs that aresupported by one or more loyalty/promotions applications 1432. Forexample, a buyer may earn loyalty or promotions points for eachtransaction established and/or concluded with a particular seller, andbe offered a reward for which accumulated loyalty points can beredeemed.

Example High-Level Data Structures

FIG. 15 is a high-level entity-relationship diagram, illustratingvarious database tables 1500 that may be maintained within the databases1326, and that are utilized by and support the applications 1320 and1322. A users table 1502 contains a record for each registered user ofthe networked system 1302, and may include identifier, address andfinancial instrument information pertaining to each such registereduser. A user may operate as a seller, a buyer, or both, within thenetworked system 1302. In one example embodiment, a buyer may be a userthat has accumulated value (e.g., commercial or proprietary currency),and is accordingly able to exchange the accumulated value for items thatare offered for sale by the networked system 1302.

The database tables 1500 also include an items table 1504 in which aremaintained item records for goods and services that are available to be,or have been, transacted via the networked system 1302. Each item recordwithin the items table 1504 may furthermore be linked to one or moreuser records within the users table 1502, so as to associate a sellerand one or more actual or potential buyers with each item record.

A transaction table 1506 contains a record for each transaction (e.g., apurchase or sale transaction) pertaining to items for which recordsexist within the items table 1504.

An order table 1508 is populated with order records, each order recordbeing associated with an order. Each order, in turn, may be with respectto one or more transactions for which records exist within thetransaction table 1506.

Bid records within a bids table 1510 each relate to a bid received atthe networked system 1302 in connection with an auction-format listingsupported by an auction application 1402. A feedback table 1512 isutilized by one or more reputation applications 1408, in one exampleembodiment, to construct and maintain reputation information concerningusers. A history table 1514 maintains a history of transactions to whicha user has been a party. One or more attributes tables 1516 recordattribute information pertaining to items for which records exist withinthe items table 1504. Considering only a single example of such anattribute, the attributes tables 1516 may indicate a currency attributeassociated with a particular item, the currency attribute identifyingthe currency of a price for the relevant item as specified in by aseller.

In addition, in some embodiments, a review rating table 1518, asdescribed in detail above, may also be maintained within the databases1326. FIG. 16 provides further details regarding tables that are shownin FIG. 15 to be maintained within the databases 1326. Specifically,FIG. 16 illustrates that each table 1600 is made up of multiple recordssuch as records 1602, 1604, and 1606.

Example Computer Systems for Carrying Out Operations

FIG. 17 shows a diagrammatic representation of machine in the exampleform of a computer system 1700 within which a set of instructions, forcausing the machine to perform any one or more of the methodologies,processes, or operations discussed herein, may be executed. Inalternative embodiments, the machine operates as a standalone device ormay be connected (e.g., networked) to other machines. In a networkeddeployment, the machine may operate in the capacity of a server or aclient machine in server-client network environment, or as a peermachine in a peer-to-peer (or distributed) network environment. Themachine may be a server computer, a client computer, a personal computer(PC), a tablet PC, a set-top box (STB), a Personal Digital Assistant(PDA), a cellular telephone, a web appliance, a network router, switchor bridge, or any machine capable of executing a set of instructions(sequential or otherwise) that specify actions to be taken by thatmachine. Further, while only a single machine is illustrated, the term“machine” shall also be taken to include any collection of machines thatindividually or jointly execute a set (or multiple sets) of instructionsto perform any one or more of the methodologies discussed herein.

The example computer system 1700 includes a processor 1702 (e.g., acentral processing unit (CPU) a graphics processing unit (GPU) or both),a main memory 1704 and a static memory 1706, which communicate with eachother via a bus 1708. The computer system 1700 may further include avideo display unit 1710 (e.g., a Liquid Crystal Display (LCD) or aCathode Ray Tube (CRT)). The computer system 1700 also includes analphanumeric input device 1712 (e.g., a keyboard), a cursor controldevice 1714 (e.g., a mouse), a disk drive unit 1716, a signal generationdevice 1718 (e.g., a speaker) and a network interface device 1720.

The disk drive unit 1716 includes a machine-readable medium 1722 onwhich is stored one or more sets of instructions (e.g., software 1724)embodying any one or more of the methodologies or functions describedherein. The software 1724 may also reside, completely or at leastpartially, within the main memory 1704 and/or within the processor 1702during execution thereof by the computer system 1700, the main memory1704 and the processor 1702 also constituting machine-readable media.

The software 1724 may further be transmitted or received over a network1726 via the network interface device 1720.

While the machine-readable medium 1722 is shown in an example embodimentto be a single medium, the term “machine-readable medium” should betaken to include a single medium or multiple media (e.g., a centralizedor distributed database, and/or associated caches and servers) thatstore the one or more sets of instructions. The term “machine-readablemedium” shall also be taken to include any medium that is capable ofstoring, encoding or carrying a set of instructions for execution by themachine and that cause the machine to perform any one or more of themethodologies of the present invention. The term “machine-readablemedium” shall accordingly be taken to include, but not be limited to,solid-state memories, optical, and magnetic media.

Thus, a method and system for automatic sequential review elicitationhave been described. Although the present invention has been describedwith reference to specific example embodiments, it will be evident thatvarious modifications and changes may be made to these embodimentswithout departing from the broader spirit and scope of the invention.Accordingly, the specification and drawings are to be regarded in anillustrative rather than a restrictive sense.

The Abstract of the Disclosure is provided to comply with 37 C.F.R. §1.72(b), requiring an abstract that will allow the reader to quicklyascertain the nature of the technical disclosure. It is submitted withthe understanding that it will not be used to interpret or limit thescope or meaning of the claims. In addition, in the foregoing DetailedDescription, it can be seen that various features are grouped togetherin a single embodiment for the purpose of streamlining the disclosure.This method of disclosure is not to be interpreted as reflecting anintention that the claimed embodiments require more features than areexpressly recited in each claim. Rather, as the following claimsreflect, inventive subject matter lies in less than all features of asingle disclosed embodiment. Thus the following claims are herebyincorporated into the Detailed Description, with each claim standing onits own as a separate embodiment.

What is claimed is:
 1. A system comprising: one or more computerprocessors; one or more computer memories; one or more modules of anautomatic sequential review elicitation system incorporated into the oneor more computer memories, the one or more modules configuring the oneor more computer processors to perform operations for more quicklygathering review information, the operations comprising: in response toreceiving a selection of a user interface mechanism corresponding to afirst evaluation indication, the first evaluation indication includingan opinion of a first user with respect to a first publication,automatically initiating a secondary evaluation process of the automaticsequential review elicitation system, the secondary evaluation processcomprising: communicating a set of additional publications forpresentation in a submission confirmation window; receiving, via thesubmission confirmation window, a selection of a second publication fromthe set of additional publications; eliciting a second evaluationindication, via an evaluation submission window of the user interface,the second evaluation indication including an opinion of the first userwith respect to the second publication, selection of a user interfacemechanism corresponding to the second evaluation allowing the first userto review, rate, rank, or comment upon the second publication, the userinterface mechanism corresponding to the second evaluation indicationincluding a button, checkbox, or other graphical user interfacemechanism; and communicating the first evaluation indication and thesecond evaluation indication for use by the network-based publicationsystem in removing the first publication or the second publication as anobjectionable publication.
 2. The system of claim 1, the operationsfurther comprising combining the first evaluation indication with athird evaluation indication to produce a composite evaluationmeasurement and to associate the composite evaluation measurement withthe first publication, the third evaluation indication including anopinion of a second user with respect to a propriety of the firstpublication for presentation to other users.
 3. The system of claim 1,the further comprising determining a trustworthiness of the first userbased on an analysis of the first evaluation indication and creditingthe first user with a reward that is commensurate with thetrustworthiness.
 4. The system of claim 1, wherein the first publicationis a designation of a listing by another user as featuring a counterfeititem and the opinion of the first user is that the listing does notfeature a counterfeit item.
 5. The system of claim 1, wherein the firstpublication is a designation of a listing by another user featuring acounterfeit item and the first evaluation indication includes a reasonwhy the listing features the counterfeit item.
 6. The system of claim 1,wherein the first publication includes an intentional misrepresentationof the first publication to test an accuracy of the first evaluationindication.
 7. A method comprising: incorporating one or more modules ofan automatic sequential review elicitation system into a network-basedpublication system, the one or more modules configuring one or morecomputer processors of the network-based publication system to performoperations for more quickly gathering review information, the operationscomprising: in response to receiving a selection of a user interfacemechanism corresponding to a first evaluation indication, the firstevaluation indication including an opinion of a first user with respectto a first publication, automatically initiating a secondary evaluationprocess of the automatic sequential review elicitation system, thesecondary evaluation process comprising: communicating a set ofadditional publications for presentation in a submission confirmationwindow; receiving, via the submission confirmation window, a selectionof a second publication from the set of additional publications;eliciting a second evaluation indication, via an evaluation submissionwindow of the user interface, the second evaluation indication includingan opinion of the first user with respect to the second publication,selection of a user interface mechanism corresponding to the secondevaluation allowing the first user to review, rate, rank, or commentupon the second publication, the user interface mechanism correspondingto the second evaluation indication including a button, checkbox, orother graphical user interface mechanism; and communicating the firstevaluation indication and the second evaluation indication for use bythe network-based publication system in removing the first publicationor the second publication as an objectionable publication.
 8. The methodof claim 7, the operations further comprising combining the firstevaluation indication with a third evaluation indication to produce acomposite evaluation measurement and associating the compositeevaluation measurement with the first publication, the third evaluationindication including an opinion of a second user with respect to apropriety of the first publication for presentation to other users. 9.The method of claim 7, the operations further comprising determining atrustworthiness of the first user based on an analysis of the firstevaluation indication and credit the first user with a reward that iscommensurate with the trustworthiness.
 10. The method of claim 7,wherein the first publication is a designation of a listing by anotheruser as featuring a counterfeit item and the opinion of the first useris that the listing does not feature a counterfeit item.
 11. The methodof claim 7, wherein the first publication is a designation of a listingby another user as featuring a counterfeit item and the first evaluationindication includes a reason why the listing features the counterfeititem.
 12. The method of claim 7, wherein the first publication includesan intentional misrepresentation of the first publication to test anaccuracy of the first evaluation indication.
 13. A non-transitorymachine-readable medium storing processor-executable instructions that,when executed by one or more computer processors, cause the one or morecomputer processors of an automatic sequential review elicitation systemto perform operations for more quickly gathering review information, theoperations comprising: in response to receiving a selection of a userinterface mechanism corresponding to a first evaluation indication, thefirst evaluation indication including an opinion of a first user withrespect to a first publication, automatically initiating a secondaryevaluation process of the automatic sequential review elicitationsystem, the secondary evaluation process comprising: communicating a setof additional publications for presentation in a submission confirmationwindow; receiving, via the submission confirmation window, a selectionof a second publication from the set of additional publications;eliciting a second evaluation indication, via an evaluation submissionwindow of the user interface, the second evaluation indication includingan opinion of the first user with respect to the second publication,selection of a user interface mechanism corresponding to the secondevaluation allowing the first user to review, rate, rank, or commentupon the second publication, the user interface mechanism correspondingto the second evaluation indication including a button, checkbox, orother graphical user interface mechanism; and communicating the firstevaluation indication and the second evaluation indication for use bythe network-based publication system in removing the first publicationor the second publication as an objectionable publication.
 14. Thenon-transitory machine-readable medium of claim 13, the operationsfurther comprising combining the first evaluation indication with athird evaluation indication to produce a composite evaluationmeasurement and associating the composite evaluation measurement withthe first publication, the third evaluation indication including anopinion of a second user with respect to a propriety of the firstpublication for presentation to other users.
 15. The non-transitorymachine-readable medium of claim 13, the operations further comprisingdetermining a trustworthiness of the first user based on an analysis ofthe first evaluation indication and credit the first user with a rewardthat is commensurate with the trustworthiness.
 16. The non-transitorymachine-readable medium of claim 13, wherein the first publication is adesignation of a listing by another user as featuring a counterfeit itemand the opinion of the first user is that the listing does not feature acounterfeit item.
 17. The non-transitory machine-readable medium ofclaim 13, wherein the first publication is a designation of a listing byanother user as featuring a counterfeit item and the first evaluationindication includes a reason why the listing features the counterfeititem.